ABS-CBN chairman pushes for new advertising system

by Atom Araullo, ABS-CBN News

MANILA, Philippines - ABS-CBN chairman Eugenio Lopez III made a push for a new system of buying advertising spots in the country, at the Media Specialists Association of the Philippines (MSAP) Media Congress on Monday.

Lopez says the "Cost Per Individual Rating Point" (CPIRP) should be adopted in the Philippines, catching up with other countries like the United States.

Under CPIRP, advertisers would buy spots from TV programs based on the actual viewership or rating of the show.

ABS-CBN claims dominance in TV rating surveys by Kantar Media.

In his speech, Lopez highlighted the innovations in Philippine broadcasting that ABS-CBN has ushered over the years. From satellite broadcasting to The Filipino Channel (TFC), the company has always been at the forefront of radical new ideas.

"We innovate or we die," says Lopez. "Change is the only constant."

Now, ABS-CBN is pioneering the use of digital broadcasting in the country by rolling out receivers, dubbed as the "mahiwagang black box."